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  • Buyer Engagement

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  • For B2B Marketing Professionals

    Report

    Report A Blueprint For Successful B2B Video Marketing

    Drive Revenue And Buyers' Engagement With Effective Use Of Video
    October 20, 2017 | Nick Barber, Jacob Milender, Laura Ramos

    Unlike static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal...

  • For B2B Marketing Professionals

    Report

    Report Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing

    Refine B2B Marketing's Remit To Meet The Demands Of The New Business Consumer
    October 5, 2017 | Lori Wizdo

    Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have...

  • For B2B Marketing Professionals

    Report

    Report The Birth Of The B2B Consumer

    Adopt A B2C Mindset To Meet Buyers' Changing Preferences
    October 5, 2017 | Steven Casey

    B2B buyers are acting more like consumers every day. Driving this change is a combination of learned and native digital consumer behaviors that are having a dramatic impact on every phase of the...

  • For B2B Marketing Professionals

    Report

    Report Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools
    October 2, 2017 | Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the...

  • For B2B Marketing Professionals

    Report

    Report Peer Stories And Credible Data Attract And Engage B2B Buyers

    Use Short-Form Interactive Content To Capture Customers' Attention
    September 7, 2017 | Laura Ramos

    Business purchase decision makers want content — supported with evidence- and fact-based viewpoints — that comes from other customers and unbiased sources. They also prefer to consume content...

  • For B2B Marketing Professionals

    Report

    Report Millennial B2B Buyers Come Of Age

    Update Your Sales Approach To Succeed With The Heads-Down Generation
    March 28, 2017 | Mary Shea, Shanta Samlal-Fadelle

    Demographics prove the heads-down generation is well on its way to becoming a dominant force within and outside their firms. While recent research indicates that 73% of Millennials are involved in...

  • For B2B Marketing Professionals

    Report

    Report Empathetic Content: The Key To Engaging B2B Buyers

    Benchmarks Show That B2B Marketers Must Humanize Website Content To Captivate Customers
    March 13, 2017 | Laura Ramos, Jacob Milender

    Engaging content can catalyze new business opportunities as well as cross-sell and upsell conversations. Nowhere does the struggle to produce compelling business-to-business (B2B) content continue...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Realign B2B Channels For A Post-Disruption World

    Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems
    March 7, 2017 | Andy Hoar

    As B2B customers demand frictionless buy flows, global competition erodes margins, and manufacturers crave direct customer engagement, layers of middlemen are under pressure to evolve — or die....

  • For eBusiness & Channel Strategy Professionals

    Report

    Report A Brand New Day In B2B Commerce

    The Time Has Come For Brands To Rethink Their Deference To The Traditional Channel
    March 7, 2017 | Andy Hoar

    B2B brands that do not sell direct are disappointing customers and leaving money on the table. New research shows that B2B buyers want to engage directly with brands, which is calling into question...

  • For B2B Marketing Professionals

    Report

    Report Add Social Selling To Your B2B Marketing Repertoire

    It's Time For B2B Sellers To Fully Embrace The Channel
    February 7, 2017 | Mary Shea, Jacob Milender

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building...

  • For B2B Marketing Professionals

    Report

    Report Take L2RM To The Next Level With A Pivot To Lifetime Customer Engagement

    Vision: The Lead-To-Revenue Playbook
    January 19, 2017 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • For B2B Marketing Professionals

    Report

    Report Digital Forces Catalyze A Tectonic Shift In B2B Channels

    Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems
    January 13, 2017 | Tim Harmon

    In the age of the customer, customers are in charge of not only their interactions with suppliers and providers but also their sourcing choices. When designing and equipping their ecosystems,...

  • For B2B Marketing Professionals

    Report

    Report B2B Buyers Mandate A New Charter For Marketing And Sales

    Accelerate Alignment Or Get Left Behind
    January 10, 2017 | Mary Shea, Shanta Samlal-Fadelle

    This report is a call to action for business-to-business (B2B) marketing and sales leaders to infuse new and creative ideas into their plans. A status quo approach no longer works in this...

  • For B2B Marketing Professionals

    Report

    Report Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • For Analyst Relations Professionals

    Report

    Report Build Analyst Relations Programs On Buyer Priorities For Analyst Interaction And Insight

    Understand What Information Buyers Want From Analysts And The Interaction Types That Buyers Use To Obtain It
    August 25, 2016 | Kevin Lucas

    When vendors know how buyers interact with analysts, analyst relations (AR) programs can prime analysts to give buyers the most productive information. But different buyer groups use analysts...

  • For B2B Marketing Professionals

    Report

    Report Use Third-Party Content To Attract And Persuade Elusive B2B Buyers

    Decision-Makers Prefer Neutral Expertise And Data When Selecting Technology Solutions
    June 23, 2016 | Laura Ramos

    What you have to say to business buyers is more important than where you choose to say it. Content that is credible, objective, and trustworthy fits the bill, but only if marketers use qualified...

  • For B2B Marketing Professionals

    Report

    Report Make Sales Conversations An Integral Part Of Your Content Marketing Plans

    Top Marketers Keep A Customer Focus To Align Sales And Marketing Messages
    December 4, 2015 | Laura Ramos

    B2B marketing content fuels both effective demand creation and successful sales conversations. This report describes how B2B marketers can help sales become an effective content concierge by...

  • For B2B Marketing Professionals

    Report

    Report The B2B Sales Force Digital Reboot

    Focus Your Sales Enablement Efforts On Navigators And Consultants
    October 19, 2015 | Mary Shea

    Is the B2B salesman dead — or simply in need of a reboot? As B2B buyers increasingly include the digital channel in some or all of their purchase process, B2B marketers must partner with sales...

  • For B2B Marketing Professionals

    Report

    Report Do Your Salespeople Meet Your Buyers' Needs?

    Introducing The Forrester Salesperson Development Tool
    September 15, 2015 | Mary Shea

    The characteristics of a successful salesperson are no longer easily identified or developed. As buyers' expectations increase, sales leaders require a new approach to salesperson development. The...

  • For B2B Marketing Professionals

    Report

    Report Why Buyers Don't Want To Meet Your Salespeople And What To Do About It

    Introducing Forrester's Seller Archetypes To Win, Serve, And Retain Customers
    September 9, 2015 | Mary Shea

    As buyers become more empowered in the business-to-business (B2B) marketplace, the pressure is building for sales enablement professionals to prepare their sales force to meet buyers' expectations....

  • For B2B Marketing Professionals

    Report

    Report Threats To Their Traditional Sales Force Will Change The Focus For B2B Marketers

    Death Of A (B2B) Salesman
    May 8, 2015 | Peter O'Neill, Andy Hoar

    This report, originally written for eBusiness and channel strategy professionals, includes content relevant to B2B marketers, especially those leading sales enablement initiatives in...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Death Of A (B2B) Salesman

    One Million US B2B Salespeople Will Lose Their Jobs To Self-Service eCommerce By 2020
    April 13, 2015 | Andy Hoar

    Forrester forecasts that 1 million US B2B salespeople will lose their jobs to self-service eCommerce by the year 2020. While B2B buyers overwhelmingly prefer to research, and increasingly buy,...

  • For B2B Marketing Professionals

    Report

    Report From Priming The Pipeline To Engaging Buyers: The B2B CMO's New Role In Sales Enablement

    March 4, 2015 | Laura Ramos

    Advances in automation increase visibility and accountability surrounding lead-to-revenue processes. Despite this, tensions between marketing and sales persist concerning the quality of support...

  • For B2B Marketing Professionals

    Report

    Report Tell Stories To Connect With Business Buyers

    Using Narrative Makes Content More Compelling
    November 20, 2014 | Laura Ramos

    Most business content fails to engage buyers. And marketers admit they struggle to make it more compelling. The solution to this problem is something we all know and love — a good story. To free...

  • For CMO Professionals

    Report

    Report Rethink Marketing In The Customer's Context

    How B2B Marketers Need To Recast Their Approach
    May 27, 2014 | Sheryl Pattek

    Business-to-business (B2B) marketers must face a new reality: Customers seek a range of inputs as they embark on solving business needs. Some executives prefer vendors that can create and deliver...